In a world where media consumption is fragmented and consumers are distracted, brands need an integrated solution—one that will allow them to connect with their audiences through all forms of media across devices. In this interactive session, Yahoo will share the powerful results from recent case studies which show exponential lifts in performance across ad formats and screens.

1. Unified Advertising Solution

2. Case Study: Kraft
The Power of the Peanut

3. Case Study: Kraft
The Power of the Peanut

4. Daily habits are digital
News Lifestyle
Blogs
Shopping
Video
Music
Search
Email
Q&A
Games
Socializing
Sports
Top 12 daily online habits of internet users
Yahoo makes the world’s
daily habits inspiring and
entertaining.

5. Daily habits are digital
Almost
6
Almost
3hours spent
per day
on mobile
hours spent
per day
on digital devices

6. 125
millionsof people who
watched the season finale
of MASH thirty years ago
Did you know?
Media consumption is fragmented
10
millions of people who
watched the series
finale of Breaking Bad in
2013
2.5
millions of people who
watched the series
finale of Breaking Bad
without multitasking

7. 40
the number of apps the
average smartphone
owner has on her device
150
the number of times
smartphone users look
at their device in a day
Consumers are distracted

8. 1 in 4
women would give up
sex rather than their
tablet
3 in 5people would give up
chocolate before their
tablet
Putting the numbers to the test

9. Case Study: Kraft
The Power of the Peanut

10. Brands are trying to solve this with
point solutions
Rich Media
Video Ads
Mobile Display
Dynamic Creative
Social
Exclusive Events Native
Retargeting
Audience Targeting
Direct Response
DSP
Sponsored
Content
Branded
Entertainment
Search
Mobile Search
Database
Targeting
Ad Network

11. Buy direct or programmatically, across devices and formats with robust analytics.
P R E M I U M
AU D I E N C E
N AT I V EV I D E O
S E AR C H
Yahoo delivers in a better way
Yahoo Advertising is the only unified digital advertising solution in the market

12. Search and display are more
powerful together
S E A R C H D I S P L A YS E A R C HD I S P L A Y + +
+
o
86% increase in
conversions vs display only
24% increase in
conversions vs search only

13. Powerful combination: audience + premium
2.2xConversion
Increase
After
Before
Audience +
Premium
23% CPA decrease
22xConversion
Lift vs.
Audience
Yahoo Homepage
+ Audience
7xConversion
Increase
Audience + Premium
added to Mobile only buy
18% CPA decrease

14. Driving results through unified advertising
M O B I L E A U D I E N C EP R E M I U MV I D E O + + +
+
o
-
-22% CPA
+8X Conversion
-16% CPA
+23X Conversion
-37% CPA
+59X Conversion
A continuous increase in Yahoo ad solutions leads to exponential lifts in performance

15. Premium across devices and formats
Mobile + PC
64%
Conversion lift of mobile and
PC users, versus PC alone
24%
Lift in brand recall
48%
Lift in brand favorability
Brand lift, favorability, conversions and offline sales increase

16. Case Study: Kraft
The Power of the Peanut

17. Baseline brand metrics
Brand
Favorability
Unaided Brand
Awareness
Purchase
Intent
Message
Association
81%
62%
71%
27%

18. Brand lift
Brand
Favorability
Unaided Brand
Awareness
Purchase
Intent
Message
Association
+3% +4%
+9%
+37%
VIDEO ONLY

19. Brand lift
+5%
+9%
+11%
+71%

VIDEO ONLY VIDEO + DISPLAY
Brand
Favorability
Unaided Brand
Awareness
Purchase
Intent
Message
Association
+3% +4%
+9%
+37%
+67%
+125%
+22%
+92%

20. Lift in message association
VIDEO ONLY VIDEO + DISPLAYINDUSTRY AVERAGE
+11%
+37%
+71%
+92%

21. Search lift
+196% +191%
+669%
VIDEO ONLY DISPLAY + VIDEODISPLAY ONLY

22. Impact on in-store sales
sales impact per
thousand impressions
+$45 higher-than-average
performance
+80%

23. A dashboard that delivers
actionable insights

24. Engaging
content at
scale
Personalized
experiences
Customer
focused
sales team
Yahoo brings it together
Only Yahoo brings together audience, premium, native, search and video ads across devices
Unified
advertising
solution